CN106445965B - Information popularization processing method and device - Google Patents

Information popularization processing method and device Download PDF

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Publication number
CN106445965B
CN106445965B CN201510489147.6A CN201510489147A CN106445965B CN 106445965 B CN106445965 B CN 106445965B CN 201510489147 A CN201510489147 A CN 201510489147A CN 106445965 B CN106445965 B CN 106445965B
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promotion
user
information
plan
available
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CN106445965A (en
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王全剑
楼均锦
黄鹏
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Alibaba Singapore Holdings Pte Ltd
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Alibaba Group Holding Ltd
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    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06F—ELECTRIC DIGITAL DATA PROCESSING
    • G06F16/00—Information retrieval; Database structures therefor; File system structures therefor
    • G06F16/90—Details of database functions independent of the retrieved data types
    • G06F16/95—Retrieval from the web
    • G06F16/953—Querying, e.g. by the use of web search engines
    • G06F16/9535—Search customisation based on user profiles and personalisation

Abstract

The application provides an information popularization processing method and device. One method comprises the following steps: according to the promotion instruction of the user, obtaining promotion reference information which corresponds to the existing promotion plan of the user and meets the promotion requirement of the user, wherein the promotion reference information comprises at least one of available keywords, available objects and ranking adjustment information; according to the selection indication of the user, determining standby information selected by the user from at least one of available keywords, available objects and ranking adjustment information; and processing the existing promotion plan according to the standby information to form a new promotion plan. The method and the device can quickly and accurately form the promotion plan meeting the promotion requirements of the user, and further improve the information promotion efficiency and save resources.

Description

Information popularization processing method and device
[ technical field ] A method for producing a semiconductor device
The present application relates to the field of internet technologies, and in particular, to a method and an apparatus for information promotion processing.
[ background of the invention ]
With the development of internet technology, information popularization based on the internet (referred to as network popularization for short) is more and more extensive. The process of network popularization mainly comprises the following steps: the method comprises the steps that a popularization user selects keywords for information popularization from keywords provided by a network popularization platform, the network popularization platform generates information matching pairs in a popularization plan based on the keywords selected by the user and an object to be popularized, when the network user inputs a certain keyword to perform network search, the information matching pairs corresponding to the keywords are provided for the network user, and if the network user pays attention to or even clicks the interested information matching pairs, the purpose of popularization is achieved.
The network popularization has many advantages, such as higher information popularization efficiency and information acquisition efficiency, so that a popularization user hopes to fully utilize the technical advantages of the network popularization and achieve the information popularization purpose. However, the number of keywords and the number of objects to be promoted are generally large, and a promotion user usually does not have professional knowledge in information promotion, so that it is difficult to quickly and accurately form a promotion plan meeting the promotion requirement of the user according to a plurality of keywords and objects to be promoted, which results in low value of information promotion, low promotion efficiency and resource waste.
[ summary of the invention ]
Aspects of the present application provide an information promotion processing method and apparatus, so as to quickly and accurately form a promotion plan meeting promotion requirements of users, thereby improving information promotion efficiency and saving resources.
One aspect of the present application provides an information popularization processing method, including:
acquiring promotion reference information which corresponds to an existing promotion plan of a user and meets promotion requirements of the user according to promotion instructions of the user, wherein the promotion reference information comprises at least one of available keywords, available objects and ranking adjustment information;
determining standby information selected by the user from at least one of the available keywords, the available objects and the ranking adjustment information according to the selection indication of the user;
and processing the existing promotion plan of the user according to the standby information to form a new promotion plan.
In another aspect of the present application, an information popularization processing method is provided, including:
acquiring at least one of available keywords, available objects and ranking adjustment information corresponding to each existing promotion plan in at least one existing promotion plan according to business data of a user and the at least one existing promotion plan of the user;
and according to the type of the promotion requirement of the user, performing type marking on at least one of the available keywords, the available objects and the ranking adjustment information corresponding to each existing promotion plan to form promotion reference information corresponding to each existing promotion plan.
In another aspect of the present application, an information promotion processing apparatus is provided, including:
the system comprises an acquisition module, a display module and a display module, wherein the acquisition module is used for acquiring promotion reference information which corresponds to an existing promotion plan of a user and meets promotion requirements of the user according to promotion instructions of the user, and the promotion reference information comprises at least one of available keywords, available objects and ranking adjustment information;
a determining module, configured to determine standby information selected by the user from at least one of the available keywords, the available objects, and the ranking adjustment information according to the selection indication of the user;
and the forming module is used for processing the existing promotion plan of the user according to the standby information to form a new promotion plan.
In another aspect of the present application, an information promotion processing apparatus is provided, including:
the system comprises an acquisition module, a display module and a display module, wherein the acquisition module is used for acquiring at least one of available keywords, available objects and ranking adjustment information corresponding to each existing promotion plan in at least one existing promotion plan according to business data of a user and the at least one existing promotion plan of the user;
and the marking module is used for carrying out type marking on at least one of the available keywords, the available objects and the ranking adjustment information corresponding to each existing promotion plan according to the type of the promotion requirement of the user so as to form promotion reference information corresponding to each existing promotion plan.
According to the method and the device, at least one of the available keywords, the available objects and the ranking adjustment information corresponding to each existing promotion plan is obtained according to the business data of the user and at least one existing promotion plan of the user, and at least one of the available keywords, the available objects and the ranking adjustment information corresponding to each promoted plan is subjected to type marking according to the type of promotion requirements of the user to form promotion reference information, wherein the promotion reference information conforms to the business development trend of the user. And then, the user can send a promotion instruction to generate a new promotion plan based on the promotion reference information of the user and the existing promotion plan so as to promote the information. The promotion reference information can provide information promotion suggestions for users, is beneficial to the users to quickly and accurately form promotion plans meeting self promotion requirements, is beneficial to fully exerting the value of information promotion, improves the promotion efficiency and reduces resource waste.
[ description of the drawings ]
In order to more clearly illustrate the technical solutions in the embodiments of the present application, the drawings needed to be used in the embodiments or the prior art descriptions will be briefly described below, and it is obvious that the drawings in the following description are some embodiments of the present application, and those skilled in the art can also obtain other drawings according to the drawings without inventive labor.
Fig. 1 is a schematic flow chart of an information promotion processing method according to an embodiment of the present application;
fig. 2 is a schematic flow chart of an information promotion processing method according to another embodiment of the present application;
fig. 3 is a schematic structural diagram of an information promotion processing apparatus according to an embodiment of the present application;
fig. 4 is a schematic structural diagram of an information promotion processing apparatus according to another embodiment of the present application.
[ detailed description ] embodiments
In order to make the objects, technical solutions and advantages of the embodiments of the present application clearer, the technical solutions in the embodiments of the present application will be clearly and completely described below with reference to the drawings in the embodiments of the present application, and it is obvious that the described embodiments are some embodiments of the present application, but not all embodiments. All other embodiments, which can be derived by a person skilled in the art from the embodiments given herein without making any creative effort, shall fall within the protection scope of the present application.
Fig. 1 is a schematic flow chart of an information popularization processing method according to an embodiment of the present application. As shown in fig. 1, the method includes:
101. and acquiring promotion reference information which corresponds to the existing promotion plan of the user and meets the promotion requirement of the user according to the promotion instruction of the user, wherein the promotion reference information comprises at least one of available keywords, available objects and ranking adjustment information.
102. And determining standby information selected by the user from at least one of the available keywords, the available objects and the ranking adjustment information according to the selection indication of the user.
103. And processing the existing promotion plan of the user according to the standby information to form a new promotion plan.
The present embodiment provides an information promotion processing method, which can be executed by an information promotion processing apparatus (referred to as a promotion platform for short) to implement information promotion.
In order to solve the problems in the prior art, the embodiment generates the popularization reference information for the user in advance, the popularization reference information can provide information popularization suggestions for the user, the user is promoted and guided, a popularization plan meeting the self popularization requirement can be quickly and accurately formed by the user, the value of information popularization can be fully played, the popularization efficiency is improved, and the resource waste is reduced.
Specifically, the promotion reference information includes at least one of available keywords, available objects, and ranking adjustment information corresponding to an existing promotion plan of the user and meeting promotion requirements of the user. In implementation, the available keywords may constitute a keyword candidate set, the available objects may constitute an object candidate set, and the ranking adjustment information may constitute a ranking adjustment information set.
The available keywords corresponding to the existing promotion plan are keywords of which the correlation with promoted objects in the existing promotion plan meets preset correlation conditions. The available object corresponding to the existing promotion plan is an unmanaged object of which the attribute meets the preset attribute condition in the unmanaged object of the user, and the unmanaged object actually refers to an object which is not in any existing promotion plan of the user.
In practical application, the number of services is very large, and some services have a competitive relationship, such as similar games and novels, and at this time, if a certain service needs to get the attention of a user, a common method is that a service provider actively promotes the service. Taking an e-commerce scenario as an example, the service mainly refers to a user operating (mainly referring to selling) a product. The products are various, and if the products operated by the users are expected to obtain more attention of the users (such as clicking, price inquiring and purchasing), the users need to actively promote the products operated by the users.
The promotion requirement of the user can be obtained by analyzing the user service data. The popularization demand of the user represents the development trend of the user on the business to a certain extent.
In an e-commerce scenario, the industry or category (category) to which a user belongs may be embodied by the products sold by the user, and one user may sell multiple types of products after opening a store, but generally there will be one product that is the category in which he primarily operates. The method mainly anchors products of the user's main camp, analyzes the development level of the current user in the user group under the same main camp category, and guides the user to develop forward step by taking the index of the higher level as the improvement target of the current user. Based on this, the user's promotion needs may be determined based on the user's main marketing category.
The user's main category can be measured by the order placed by the industry, the total transaction (GMV), the product release amount. Generally, the product categories with more orders, large total volume and large product distribution amount are the main marketing categories of users. In one embodiment, assuming that a given user U has M product categories for all operations, the order proportion for a certain category i is: oCnti/oCnt_sum。oCntiIndicating the order quantity for category i and occnt _ sum indicating the sum of the order quantities for all categories. The GMV proportion, the product release amount proportion and the order proportion are calculated in a similar manner. And carrying out linear weighting on the order proportion, the GMV and the product release amount proportion under each category to serve as the score of each category, and selecting the category with the highest score as the main operation category of the user.
It is worth noting that the GMV proportion and the product release amount proportion are highly consistent with the order proportion through the KL-score test, that is, the category with high order proportion is also the category with high GMV proportion and high product release amount proportion. However, order data may not be significant for new users, and at this time the primary category of the user may be determined depending on the product release amount ratio.
After determining the home category of the user, users with consistent home categories can be grouped together, and the average Exposure (avgExposure) and the average Exposure click conversion (avgClick2Exposure) of keyword-product information matching pairs under the home category are calculated. If the exposure of the keyword-product information matching pair of the user in the main category is lower than the average exposure, determining that the popularization requirement of the user is in a flow type, namely when information popularization is carried out, preferentially ensuring that the keyword-product information matching pair of the user obtains more exposures; if the exposure of the keyword-product information matching pair of the user in the main category is higher than the average exposure but the exposure click conversion is lower than the average exposure click conversion, it is determined that the promotion requirement of the user is 'conversion type', that is, when information promotion is carried out, the keyword-product information matching pair of the user needs to be preferentially ensured to be clicked by more users.
The exposure of the keyword-product information matching pair mainly refers to the probability or the number of times that the information matching pair is seen by a searching user on a search engine.
The exposure click conversion of the keyword-product information matching pair mainly refers to the probability or the frequency that the information matching pair is seen and clicked by a searching user on a search engine and finally forms a transaction.
After the promotion needs of the users are classified, the promotion needs of the current users can be marked. The keywords and objects required for different promotion needs will generally vary. According to the method and the device, the promotion requirements of the users are divided, so that the guide value of the promotion reference information is improved, the available keywords and the available objects can be recommended to the users more accurately when the users promote the information, and the value of the formed promotion plan is improved.
And then, aiming at the existing promotion plan of the current user, obtaining promotion reference information corresponding to the existing promotion plan and meeting the promotion requirement of the user, and recommending the promotion reference information to the user so as to realize promotion guidance of the user. It is worth mentioning that the promotion reference information includes at least one of available keywords, available objects, and ranking adjustment information. The promotion reference information is generated in advance, that is, the available keywords, the available objects and the ranking adjustment information corresponding to the existing promotion plan are obtained in advance. The following is a way of simply obtaining the available keywords, the available objects, and the ranking adjustment information in advance, and a detailed implementation manner will be described in the following embodiments.
Available keywords corresponding to the existing promotion plan can be obtained in advance by adopting the following modes:
for example, a keyword, the relevance of which to a promoted object in at least one existing promotion plan of a user meets a preset relevance condition, may be obtained as a candidate keyword according to the business data of the user; for example, keywords with better correlation with promoted objects can be obtained by using an object-keyword tool, and then keywords used by the promoted objects are filtered out from the keywords, and the remaining keywords are used as candidate keywords; and determining the available keywords corresponding to each existing promotion plan from the candidate keywords according to the candidate keywords and the relevant scores of each existing promotion plan.
It should be noted that the available keywords refer to keywords that match the promotion requirement types of the users, that is, traffic type keywords or conversion type keywords. The correlation is better and can not be used by the promoted object to be regarded as a correlation condition. For example, after determining the available keywords corresponding to the existing promotion plans, the available keywords corresponding to the existing promotion plans may be ranked, and for example, the available keywords corresponding to each existing promotion plan may be ranked according to the residual budget generated by the available keywords corresponding to the existing promotion plans. For example, the preferred available keywords may be ranked ahead to give priority to the user.
Available objects corresponding to the existing promotion plans can be obtained in advance by adopting the following modes:
for example, at least one object which does not belong to the user and has been promoted and whose attribute satisfies a preset attribute condition may be acquired as a candidate object according to the service data of the user; for example, among all unpopulated objects of the user, an object with better attribute is obtained, for example, an object with better quality can be obtained to be used as a candidate object; and determining an available object corresponding to the existing promotion plan from the candidate objects according to the relevant scores of the candidate objects and the existing promotion plan.
It should be noted that the usable object herein refers to an object that conforms to the promotion requirement type of the user, i.e., a traffic type object or a conversion type object. For example, after determining the available objects corresponding to the existing promotion plans, the available objects corresponding to the existing promotion plans may be sorted, and for example, the available objects corresponding to each existing promotion plan may be sorted according to exposure conversion rate brought by the available objects corresponding to the existing promotion plans. For example, the preferred available objects may be ranked in front to give priority to the user.
The ranking adjustment information corresponding to the existing promotion plan can be obtained in advance by adopting the following modes:
for example, according to the service data of the user, the information matching pair in each promoted plan is subjected to ranking adjustment according to the specified ranking position, so that ranking adjustment information in each promoted plan is obtained.
It is worth to be noted that the type of the keyword in the information matching pair corresponding to the ranking adjustment information is the same as the type of the promotion requirement of the user. For example, the ranking adjustment information corresponding to each existing promotion plan may be sorted according to the acceptance of the user to the ranking adjustment information corresponding to each existing promotion plan and the competition of the information matching pair corresponding to the ranking adjustment information.
Based on the pre-formed promotion reference information, when a user wishes to promote information, a promotion instruction can be sent out. For example, the user may register an account number in the promotion platform in advance, and use the registered account number to log in, so as to send out a promotion instruction. Or, after logging in the promotion platform, the user can directly send promotion instructions to the functional keys or the physical keys provided by the user through the promotion platform.
The promotion platform receives a promotion instruction sent by a user; determining the type of the user popularization requirement; and acquiring popularization reference information which corresponds to the existing popularization plan of the user and meets the popularization requirement of the user. The promotion platform analyzes at least one of the available keywords, the available objects and the ranking adjustment information corresponding to the existing promotion plan. Optionally, the promotion platform may store the promotion reference information of the user through a promotion information base. Based on the above, the promotion platform can obtain at least one of the available keywords, the available objects and the ranking adjustment information with the same type as the promotion requirement of the user from the promotion information base to serve as promotion reference information.
Optionally, the promotion platform may present the promotion reference information to the user, that is, present at least one of the available keywords, the available objects, and the ranking adjustment information to the user. For example, the available keywords, the available objects, and the ranking adjustment information may be respectively presented through different pages. It should be noted that the pages can be switched by the switching tab on the navigation bar.
The user issues a selection instruction to select the information to be used from at least one of the available keywords, the available objects, and the ranking adjustment information. For example, the user may click an accept button or a select button or the like on a page corresponding to the available keywords to issue a selection indication, and select, as the information to be used, a keyword that can be added to the existing promotion plan from among the available keywords, the selection indication including information of the keyword selected by the user. Accordingly, the user can click an acceptance button or a selection button and the like on the page corresponding to the available objects to send out a selection instruction, and an object which can be added into the existing promotion plan is selected from the available objects as standby information, wherein the selection instruction comprises the information of the available object selected by the user. Alternatively, the user may directly click on an "accept" button on the page to package and select all available keywords, available objects, and ranking adjustment information as standby information. The promotion platform receives a selection instruction sent by a user, and determines standby information selected by the user from at least one of available keywords, available objects and ranking adjustment information according to the selection instruction of the user.
After determining the standby information selected by the user, the promotion platform can process the existing promotion plan of the user according to the standby information to form a new promotion plan. The new promotion plan is a promotion plan which is different from the existing promotion plan and is formed based on the existing promotion plan. For example, the new promotional plan includes new information matching pairs, or the ranking of information matching pairs is adjusted, as compared to existing promotional plans.
Wherein, the existing promotion plan of the user is processed according to the standby information to form a new promotion plan, and at least one of the following operations can be executed:
if the standby information comprises the available keywords, binding the available keywords in the standby information with the promotion objects in the existing promotion plan to form a new information matching pair;
if the information to be used comprises the available object, binding the available object in the information to be used with the promotion keyword in the existing promotion plan to form a new information matching pair;
and if the standby information comprises the ranking adjustment information, adjusting the promotion ranking of the information matching pair in the existing promotion plan according to the ranking adjustment information in the standby information.
Further, when the network user searches for a keyword, the promotion platform may publish an information matching pair corresponding to the keyword to a web page to promote to the network user. The exposure rate of the information matching pair can be obtained by counting the times of displaying the information matching pair on the webpage in the promotion plan of the user, and the exposure click rate of the information matching pair can be obtained by counting the times of displaying the information matching pair on the webpage and clicking by the network user. Further, after the information matching pair is clicked by the network user, the network user can further perform the corresponding target action, and the exposure conversion rate of the information matching pair can be obtained by counting the times that the information matching pair is clicked by the network user and further performs the corresponding target action. For example, assuming that the user's promotion plan is an advertisement plan, the advertisement may be presented on a web page according to the user's advertisement ranking, further the web user may click on the advertisement, and still further the web user may purchase the product in the advertisement after clicking on the advertisement. Wherein, the more times the advertisement is displayed on the webpage, the higher the exposure rate of the advertisement is; the higher the number of times that the advertisement is clicked by the network user after being exposed, the higher the exposure click rate of the advertisement is; the more times the advertisement is clicked by a network user to purchase a product in the advertisement, the higher the exposure conversion rate of the advertisement.
In this embodiment, a user does not purposefully select keywords and objects for promotion from numerous keywords and objects or perform ranking adjustment on existing information matching pairs, rather than blindly selecting hot keywords and hot objects, a promotion plan is selected and formed based on promotion reference information meeting promotion requirements of the user, and the method has certain basis and pertinence, is beneficial to improving the efficiency of forming the promotion plan by the user, is beneficial to quickly and accurately forming the promotion plan meeting promotion requirements of the user, is beneficial to fully exerting the value of information promotion, improves the promotion efficiency, and reduces resource waste.
In an e-commerce scene, the promoted plan of the user is an advertised plan, the available objects are products to be promoted, the promotion reference information is specifically advertisement reference information, and the promotion actually refers to advertising.
Fig. 2 is a schematic flow chart of an information popularization processing method according to another embodiment of the present application. As shown in fig. 2, the method includes:
201. and acquiring at least one of available keywords, available objects and ranking adjustment information corresponding to each existing promotion plan in the at least one existing promotion plan according to the business data of the user and the at least one existing promotion plan of the user.
202. And according to the type of the promotion requirement of the user, performing type marking on at least one of the available keywords, the available objects and the ranking adjustment information corresponding to each existing promotion plan to form promotion reference information corresponding to each existing promotion plan.
The present embodiment provides an information promotion processing method, which can be executed by an information promotion processing apparatus (referred to as a processing apparatus for short) to generate promotion reference information for a user in advance. The promotion reference information can provide information promotion suggestions for users, promotion guidance for the users is achieved, rapid and accurate promotion plans meeting promotion requirements of the users are formed, and therefore the value of promotion information is brought into full play, promotion efficiency is improved, and resource waste is reduced.
In practical application, the number of services is very large, and some services have a competitive relationship, such as similar games and novels, and at this time, if a certain service needs to get the attention of a user, a common method is that a service provider actively promotes the service. Taking an e-commerce scenario as an example, the service mainly refers to a user operating (mainly referring to selling) a product. The products are various, and if the products operated by the users are expected to obtain more attention of the users (such as clicking, price inquiring and purchasing), the users need to actively promote the products operated by the users.
The popularization demand of the user represents the development trend of the user on the business to a certain extent. The keywords and corresponding promotion objects or ranking adjustment strategies required by different promotion needs generally differ. According to the method and the device, the promotion requirements of the users are divided, so that the guide value of the promotion reference information is favorably improved, the keywords and the promotion objects or the ranking adjustment information can be more accurately recommended to the users when the users promote the information, and the value of the formed promotion plan is favorably improved. The user's promotional needs may be obtained based on analysis of user traffic data.
In an e-commerce scenario, the industry or category (category) to which a user belongs may be embodied by the products sold by the user, and one user may sell multiple types of products after opening a store, but generally there will be one product that is the category in which he primarily operates. The method mainly anchors products of the user's main camp, analyzes the development level of the current user in the user group under the same main camp category, and guides the user to develop forward step by taking the index of the higher level as the improvement target of the current user. Based on this, the user's promotion needs may be determined based on the user's main marketing category.
The user's main category can be measured by the order placed by the industry, the total transaction (GMV), the product release amount. Generally, the product categories with more orders, large total volume and large product distribution amount are the main marketing categories of users. In one embodiment, assuming that a given user U has M product categories for all operations, the order proportion for a certain category i is: oCnti/oCnt_sum。oCntiIndicating the order quantity for category i and occnt _ sum indicating the sum of the order quantities for all categories. The GMV proportion, the product release amount proportion and the order proportion are calculated in a similar manner. Carrying out linear weighting on the order proportion, the GMV and the product release amount proportion under each category as each categoryAnd selecting the category with the highest score as the main category of the user.
It is worth noting that the GMV proportion and the product release amount proportion are highly consistent with the order proportion through the KL-score test, that is, the category with high order proportion is also the category with high GMV proportion and high product release amount proportion. However, order data may not be significant for new users, and at this time the primary category of the user may be determined depending on the product release amount ratio.
After determining the home category of the user, users with consistent home categories can be grouped together, and the average Exposure (avgExposure) and the average Exposure click conversion (avgClick2Exposure) of keyword-product information matching pairs under the home category are calculated. If the exposure of the user in the keyword-product information matching pair in the main category is lower than the average exposure, determining that the popularization requirement of the user is in a flow type, namely when information popularization is carried out, preferentially ensuring that the popularization information of the user obtains more exposures; if the exposure of the keyword-product information matching pair of the user in the main category is higher than the average exposure but the exposure click conversion is lower than the average exposure click conversion, it is determined that the promotion requirement of the user is 'conversion type', that is, when information promotion is carried out, the keyword-product information matching pair of the user needs to be preferentially ensured to be clicked by more users.
The exposure of the keyword-product information matching pair mainly refers to the probability or the number of times that the keyword-product information matching pair is seen by a searching user on a search engine.
The exposure click conversion of the keyword-product information matching pair mainly refers to the probability or the frequency that the keyword-product information matching pair is seen and clicked by a searching user on a search engine and finally forms a transaction.
Optionally, after classifying the popularization requirements of the user, the popularization requirements of the current user may be marked.
In practical application, a user may add a new keyword or a new object to an existing promotion plan to form a new promotion plan, or the user may perform ranking adjustment on information matching pairs in the existing promotion plan to form a new promotion plan. In this embodiment, a keyword that can be added to an existing promotion plan is referred to as an available keyword, an object that can be added to an existing promotion plan is referred to as an available object, and information that is required for performing rank adjustment on an information matching pair in an existing promotion plan is referred to as rank adjustment information. How to acquire the available keywords, the available objects, and the ranking adjustment information will be described in detail below. The available keywords, the available objects and the ranking adjustment information corresponding to different existing promotion plans are generally different. The available keywords corresponding to each existing promotion plan can be obtained in advance by adopting the following modes:
for example, a keyword, the relevance of which to a promoted object in at least one existing promotion plan of a user meets a preset relevance condition, may be obtained as a candidate keyword according to the business data of the user; for example, keywords with better correlation with promoted objects can be obtained by using an object-keyword tool, and then keywords used by the promoted objects are filtered out from the keywords, and the remaining keywords are used as candidate keywords; the candidate keywords may be one or more; and determining the available keywords corresponding to each existing promotion plan from the candidate keywords according to the candidate keywords and the relevant scores of each existing promotion plan.
Specifically, for each candidate keyword, the score of the candidate keyword and each promoted object in each promoted plan is calculated, and for each promoted plan, the highest score is selected as the related score of the candidate keyword and the promoted plan. The score of the candidate keyword and each promoted object can be determined by the correlation and the click rate, and theoretically, the promoted object which has high correlation with the candidate keyword and high click rate of an information matching pair formed by the candidate keyword has the highest score with the candidate keyword. After the correlation score between the candidate keyword and each promoted plan is obtained, the existing promoted plan with the highest correlation score can be selected as the existing promoted plan to which the candidate keyword can be added, that is, the candidate keyword can be used as an available keyword corresponding to the existing promoted plan with the highest correlation score.
It should be noted that the available keywords refer to keywords that match the promotion requirement types of the users, that is, traffic type keywords or conversion type keywords. The correlation is better and can not be used by the promoted object to be regarded as a correlation condition. For example, after determining the available keywords corresponding to the existing promotion plans, the available keywords corresponding to the existing promotion plans may be ranked, and for example, the available keywords corresponding to each existing promotion plan may be ranked according to the residual budget generated by the available keywords corresponding to the existing promotion plans. For example, the preferred available keywords may be ranked ahead to give priority to the user. The residual budget generated by the available keywords corresponding to the existing promotion plan can be calculated according to the following formula (1):
budget_score＝predice_price*predice_click/cost_blance (1)
the budget _ score represents the influence degree of available keywords corresponding to the existing promotion plan on the residual budget of the existing promotion plan; the price _ price represents that the click deduction fee under the pre-estimated ranking is carried out under the default bidding (bid) by the information matching pair formed by the current available keywords and the promoted objects in the existing promotion plan; the prediction _ click represents the number of clicks under the pre-estimated ranking; cost _ blank is the residual budget of the existing promotion plan, and can be obtained by deducting the average of the deduction fee of the click in the last n days from the budget set by the user. This process can be implemented with reference to the existing google adword simulator. Through the ranking process, the preferred available keywords can be ranked in front to be preferentially recommended to the user.
The available objects corresponding to each existing promotion plan can be obtained in advance by adopting the following modes:
for example, at least one object which does not belong to the user and has been promoted and whose attribute satisfies a preset attribute condition may be acquired as a candidate object according to the service data of the user; for example, among all unpopulated objects of the user, an object with better attribute is obtained, for example, an object with better quality can be obtained to be used as a candidate object; and determining an available object corresponding to the existing promotion plan from the candidate objects according to the relevant scores of the candidate objects and the existing promotion plan.
Specifically, for each candidate object, the score of each candidate object and each keyword in each promoted plan is calculated, and for each promoted plan, the highest score is selected as the related score of the candidate object and the promoted plan. The scores of the candidate object and each keyword can be determined by the correlation and the click rate, and theoretically, the keyword which has high correlation with the candidate object and high click rate of an information matching pair formed by the candidate object has the highest score with the candidate object. After the correlation score between the candidate object and each promoted plan is obtained, the existing promoted plan with the highest correlation score can be selected as the existing promoted plan which can be added by the candidate object, that is, the candidate object can be used as an available object corresponding to the existing promoted plan with the highest correlation score.
It should be noted that the available object herein refers to an object, a traffic type object or a conversion type object that conforms to the promotion demand type of the user. For example, after determining the available objects corresponding to the existing promotion plans, the available objects corresponding to the existing promotion plans may be sorted, and for example, the available objects corresponding to each existing promotion plan may be sorted according to exposure conversion rate brought by the available objects corresponding to the existing promotion plans. The preferred available objects can be ranked ahead by the ranking process for preferential recommendation to the user.
The ranking adjustment information corresponding to each existing promotion plan can be obtained in advance by adopting the following modes:
for example, according to the service data of the user, the information matching pair in each promoted plan is subjected to ranking adjustment according to the specified ranking position, so that ranking adjustment information in each promoted plan is obtained.
For example, a ranking position needing to be adjusted is specified, for example, a 5 th position, and then the click rate of each information matching pair in the existing promotion plan after being adjusted to the specified ranking position is estimated; in addition, the product of the bid price and the click rate of all the exposed information matching pairs at the specified ranking position is counted from the search log, and the average value of the product of the bid price and the click rate of all the information matching pairs at the specified ranking position is taken as the ranking adjustment information of each information matching pair in the existing promotion plan.
It is worth to be noted that the type of the keyword in the information matching pair corresponding to the ranking adjustment information is the same as the type of the promotion requirement of the user. The adjustment degrees of the information matching pairs adjusted to the specified ranking positions in the existing promotion plan are different, and the competition degrees of different information matching pairs are different. On the basis, the ranking adjustment information corresponding to each existing promotion plan can be sequenced according to the acceptance of the ranking adjustment information corresponding to each existing promotion plan by the user and the competition of the information matching pair corresponding to the ranking adjustment information. For example, information matching pairs with too high a degree of adjustment or very high competition may be ranked as far back as possible, and information matching pairs with lower a degree of adjustment or less high competition may be ranked as far forward as possible, based on consideration of the degree of acceptance of the ranking adjustment by the user and the degree of competition of the information matching pairs. For example, ranking adjustment information corresponding to each existing promotion plan may be specifically ranked according to a ranking score calculated by the following formula (2).
The left half of equation (2) represents user acceptance of the ranking adjustment information, e.g., bid priority with no high price jump and within user acceptance range. Wherein bid _ price represents the current bid of the user, and clacfolor _ price represents the bid adjusted to the designated ranking position; max _ new represents the maximum value of the bid collection for which the user's bid criteria score is in the range of [ -33 ]. The right half of formula (2) is the degree of competition of the information matching pairs corresponding to the ranking adjustment information. Wherein asn is the number of purchasing people of the keywords in the information matching pair, l is the advertising slot position, 10 is set, and t is the reconciliation parameter. Ranking adjustment information corresponding to each existing promotion plan is ranked based on the ranking score, and information matching pairs with low adjustment amplitude or low competition can be ranked in front as much as possible.
After the promotion demand type of the user and the available keywords, the available objects and the ranking adjustment information corresponding to each existing promotion plan are obtained, at least one of the available keywords, the available objects and the ranking adjustment information corresponding to each existing promotion plan can be subjected to type marking according to the promotion demand type of the user, so that promotion reference information corresponding to each existing promotion plan is formed.
Further, if the internal ordering of the available keywords, the available objects and the ranking adjustment information corresponding to each existing promotion plan is considered, more complete promotion reference information can be formed. For example, one implementation of the generalized reference information is shown in table 1 below:
TABLE 1
In table 1 above, the available objects are exemplified by products in the advertisement plan, but are not limited thereto. Accordingly, the rank adjustment information is exemplified by, but not limited to, bid adjustment in an advertisement plan.
As can be seen from the above, the promotion reference information includes at least one of an available keyword, an available object, and ranking adjustment information, and internal sorting information and a type tag corresponding to the at least one information. The type tag here is the same type as the user's promotional needs. Based on the promotion reference information provided by the embodiment, the user can carry out information promotion. The promotion reference information can provide information promotion suggestions for users, promotion guidance for the users is achieved, promotion information meeting self promotion requirements can be quickly and accurately formed by the users, the value of the promotion information can be fully exerted, promotion efficiency is improved, and resource waste is reduced.
Further optionally, the processing device may further provide an access portal to facilitate external acquisition of the promotion reference information. For example, users or promotion platforms can acquire promotion reference information through the access portal.
It should be noted that, for simplicity of description, the above-mentioned method embodiments are described as a series of acts or combination of acts, but those skilled in the art will recognize that the present application is not limited by the order of acts described, as some steps may occur in other orders or concurrently depending on the application. Further, those skilled in the art should also appreciate that the embodiments described in the specification are preferred embodiments and that the acts and modules referred to are not necessarily required in this application.
In the foregoing embodiments, the descriptions of the respective embodiments have respective emphasis, and for parts that are not described in detail in a certain embodiment, reference may be made to related descriptions of other embodiments.
Fig. 3 is a schematic structural diagram of an information promotion processing apparatus according to an embodiment of the present application. As shown in fig. 3, the apparatus includes: an acquisition module 31, a determination module 32 and a formation module 33.
The acquiring module 31 is configured to acquire, according to a promotion instruction of a user, promotion reference information corresponding to an existing promotion plan of the user and meeting promotion requirements of the user, where the promotion reference information includes at least one of an available keyword, an available object, and ranking adjustment information;
the keyword candidate set comprises keywords of which the correlation with the promoted objects of the user meets a preset correlation condition; the object candidate set comprises non-promoted objects of which the attributes meet preset attribute conditions in the non-promoted objects of the user;
a determining module 32, configured to determine standby information selected by the user from at least one of the available keywords, the available objects, and the ranking adjustment information according to the selection indication of the user;
and the forming module 33 is used for processing the existing promotion plan of the user according to the standby information to form a new promotion plan.
In an optional embodiment, the obtaining module 31 is specifically configured to:
receiving a promotion instruction sent by a user;
determining the type of the user popularization requirement;
and acquiring at least one of available keywords, available objects and ranking adjustment information with the same type as the type of the promotion requirement of the user from a promotion information base of the user.
Further, the obtaining module 31 is further configured to: and displaying at least one of the available keywords, the available objects and the ranking adjustment information to the user for the user to send out a selection instruction.
In an alternative embodiment, the forming module 33 is specifically configured to:
if the information to be used comprises the available keywords, binding the available keywords in the information to be used with the promotion objects in the existing promotion plan to form a new information matching pair;
if the information to be used comprises the available object, binding the available object in the information to be used with the promotion keyword in the existing promotion plan to form a new information matching pair;
and if the standby information comprises the ranking adjustment information, adjusting the promotion ranking of the information matching pair in the existing promotion plan according to the ranking adjustment information in the standby information.
Optionally, in an e-commerce scenario, goods of the object may be available; the promotion reference information is advertisement reference information; the existing promotion plan is an advertisement plan, and the promotion actually refers to advertising.
By adopting the information promotion processing device provided by the embodiment, the user does not purposefully select the keywords and objects during promotion from a plurality of keywords and objects, does not select the hot keywords and the hot objects blindly, does not adjust the ranking positions of the existing information matching pairs blindly, but generates a new promotion plan based on the promotion reference information and the existing promotion plan for information promotion, has certain basis and pertinence, is beneficial to quickly and accurately forming the promotion plan meeting the promotion requirement of the user, is beneficial to fully exerting the value of information promotion, improves the promotion efficiency and reduces the resource waste.
Fig. 4 is a schematic structural diagram of an information promotion processing apparatus according to an embodiment of the present application. As shown in fig. 4, the apparatus includes: an acquisition module 41 and a marking module 42.
The obtaining module 41 is configured to obtain at least one of an available keyword, an available object, and ranking adjustment information corresponding to each existing promotion plan in at least one existing promotion plan according to the service data of the user and the at least one existing promotion plan of the user.
And the marking module 42 is configured to mark at least one of the available keywords, the available objects, and the ranking adjustment information corresponding to each existing promotion plan according to the type of the promotion requirement of the user, so as to form promotion reference information corresponding to each existing promotion plan.
In an optional embodiment, the obtaining module 41 is specifically configured to perform at least one of the following operations:
acquiring keywords of which the correlation with the promoted objects in at least one existing promotion plan meets a preset correlation condition as candidate keywords according to the service data, and determining available keywords corresponding to each existing promotion plan from the candidate keywords according to the correlation scores of the candidate keywords and each existing promotion plan;
according to the service data, acquiring an object which does not belong to at least one promoted plan and has an attribute meeting a preset attribute condition as a candidate object, and determining an available object corresponding to each existing promoted plan from the candidate objects according to the relevant scores of the candidate object and each existing promoted plan;
and according to the service data, performing ranking adjustment on the information matching pair in each promoted plan according to the specified ranking position to obtain ranking adjustment information in each promoted plan.
In an alternative embodiment, as shown in fig. 4, the apparatus may further include: a sorting module 43.
A sorting module 43, configured to, after the obtaining module 41 obtains at least one of an available keyword, an available object, and ranking adjustment information corresponding to each existing promotion plan, perform at least one of the following operations:
sequencing the available keywords corresponding to each existing promotion plan according to the residual budget generated by the available keywords corresponding to each existing promotion plan;
sequencing the available objects corresponding to each existing promotion plan according to the exposure click conversion rate of the available objects corresponding to each existing promotion plan;
and ranking the ranking adjustment information corresponding to each existing promotion plan according to the acceptance of the ranking adjustment information corresponding to each existing promotion plan by the user and the competition degree of the information matching pair corresponding to the ranking adjustment information.
In an alternative embodiment, as shown in fig. 4, the apparatus may further include: an inlet module 44.
And the entrance module 44 is used for providing an access entrance for obtaining the promotion reference information from the outside.
Optionally, in an e-commerce scene, an existing promotion plan is an advertisement plan, and available objects are commodities; the promotion reference information is advertisement reference information, and the promotion actually refers to advertising.
The information promotion processing apparatus that this embodiment provided can generate popularization reference information for the user in advance, and the popularization reference information that generates can provide information promotion suggestion for the user, realizes the popularization guide to the user, is favorable to the quick accurate formation of user to accord with the popularization plan of self popularization demand, and then does benefit to the value of full play information popularization, improves and promotes efficiency, reduces the wasting of resources.
It is clear to those skilled in the art that, for convenience and brevity of description, the specific working processes of the above-described systems, apparatuses and units may refer to the corresponding processes in the foregoing method embodiments, and are not described herein again.
In the several embodiments provided in the present application, it should be understood that the disclosed system, apparatus and method may be implemented in other manners. For example, the above-described apparatus embodiments are merely illustrative, and for example, the division of the units is only one logical division, and other divisions may be realized in practice, for example, a plurality of units or components may be combined or integrated into another system, or some features may be omitted, or not executed. In addition, the shown or discussed mutual coupling or direct coupling or communication connection may be an indirect coupling or communication connection through some interfaces, devices or units, and may be in an electrical, mechanical or other form.
The units described as separate parts may or may not be physically separate, and parts displayed as units may or may not be physical units, may be located in one place, or may be distributed on a plurality of network units. Some or all of the units can be selected according to actual needs to achieve the purpose of the solution of the embodiment.
In addition, functional units in the embodiments of the present application may be integrated into one processing unit, or each unit may exist alone physically, or two or more units are integrated into one unit. The integrated unit can be realized in a form of hardware, or in a form of hardware plus a software functional unit.
The integrated unit implemented in the form of a software functional unit may be stored in a computer readable storage medium. The software functional unit is stored in a storage medium and includes several instructions to enable a computer device (which may be a personal computer, a server, or a network device) or a processor (processor) to execute some steps of the methods according to the embodiments of the present application. And the aforementioned storage medium includes: various media capable of storing program codes, such as a usb disk, a removable hard disk, a Read-Only Memory (ROM), a Random Access Memory (RAM), a magnetic disk, or an optical disk.
Finally, it should be noted that: the above embodiments are only used to illustrate the technical solutions of the present application, and not to limit the same; although the present application has been described in detail with reference to the foregoing embodiments, it should be understood by those of ordinary skill in the art that: the technical solutions described in the foregoing embodiments may still be modified, or some technical features may be equivalently replaced; and such modifications or substitutions do not depart from the spirit and scope of the corresponding technical solutions in the embodiments of the present application.

Claims (18)

1. An information promotion processing method is characterized by comprising the following steps:
acquiring promotion reference information which corresponds to an existing promotion plan of a user and meets promotion requirements of the user according to promotion instructions of the user, wherein the promotion reference information comprises at least one of available keywords, available objects and ranking adjustment information;
determining standby information selected by the user from at least one of the available keywords, the available objects and the ranking adjustment information according to the selection indication of the user;
processing the existing promotion plan according to the standby information to form a new promotion plan;
the acquiring, according to a promotion instruction of a user, promotion reference information corresponding to an existing promotion plan of the user and meeting promotion requirements of the user includes:
receiving the promotion instruction sent by the user;
determining the type of the user promotion demand;
and acquiring at least one of available keywords, available objects and ranking adjustment information with the same type as the type of the user promotion demand from the promotion reference information base of the user.
2. The method of claim 1, wherein determining standby information selected by the user from at least one of the available keywords, available objects, and ranking adjustment information according to the selection indication of the user is preceded by:
and displaying at least one of the available keywords, the available objects and the ranking adjustment information to the user so as to enable the user to send out the selection instruction.
3. The method of claim 1, wherein the processing the existing promotion plan of the user according to the standby information to form a new promotion plan comprises:
if the standby information comprises the available keywords, binding the available keywords in the standby information with the promotion objects in the existing promotion plan to form a new information matching pair;
if the standby information comprises the available object, binding the available object in the standby information with the promotion keyword in the existing promotion plan to form a new information matching pair;
and if the standby information comprises the ranking adjustment information, adjusting the promotion ranking of the information matching pair in the existing promotion plan according to the ranking adjustment information in the standby information.
4. The method according to any one of claims 1-3, wherein the commodity of the available objects; the promotion reference information is advertisement reference information; the existing promotion plan is an advertising plan.
5. An information promotion processing method is characterized by comprising the following steps:
acquiring at least one of available keywords, available objects and ranking adjustment information corresponding to each existing promotion plan in at least one existing promotion plan according to business data of a user and the at least one existing promotion plan of the user;
according to the type of the promotion requirement of the user, performing type marking on at least one of available keywords, available objects and ranking adjustment information corresponding to each existing promotion plan to form promotion reference information corresponding to each existing promotion plan;
the promotion reference information is used for receiving the promotion instruction sent by the user;
when determining the type of the user promotion demand;
and acquiring at least one of available keywords, available objects and ranking adjustment information with the same type as the type of the user promotion demand from the promotion reference information base of the user.
6. The method according to claim 5, wherein the obtaining at least one of an available keyword, an available object, and ranking adjustment information corresponding to each existing promotion plan in the at least one existing promotion plan according to the business data of the user and the at least one existing promotion plan of the user includes at least one of:
acquiring keywords of which the correlation with the promoted objects in the at least one existing promotion plan meets a preset correlation condition as candidate keywords according to the service data, and determining available keywords corresponding to each existing promotion plan from the candidate keywords according to the correlation scores of the candidate keywords and each existing promotion plan;
according to the service data, acquiring an object which does not belong to the at least one promoted plan and has an attribute meeting a preset attribute condition as a candidate object, and determining an available object corresponding to each existing promoted plan from the candidate objects according to the relevant scores of the candidate object and each existing promoted plan;
and according to the service data, performing ranking adjustment on the information matching pair in each promoted plan according to the specified ranking position to obtain ranking adjustment information in each promoted plan.
7. The method according to claim 5, wherein after obtaining at least one of the available keywords, the available objects, and the ranking adjustment information corresponding to each existing promotion plan in the at least one existing promotion plan according to the business data of the user and the at least one existing promotion plan of the user, the method comprises at least one of:
sorting the available keywords corresponding to each existing promotion plan according to the residual budget generated by the available keywords corresponding to each existing promotion plan, wherein the residual budget is obtained by deducting the average value of the click deduction fee in the last n days by the budget set by the user;
sequencing the available objects corresponding to each existing promotion plan according to the exposure click conversion rate of the available objects corresponding to each existing promotion plan, wherein the exposure click conversion rate is the probability that a searched user sees and clicks to finally form a transaction;
and ranking the ranking adjustment information corresponding to each existing promotion plan according to the acceptance of the user to the ranking adjustment information corresponding to each existing promotion plan and the competition degree of the information matching pair corresponding to the ranking adjustment information, wherein the acceptance is the acceptance degree of the user to the ranking adjustment, and the competition degree is the competition severity degree of the information matching pair corresponding to the ranking adjustment information.
8. The method of any one of claims 5-7, further comprising:
and providing an access entrance for externally obtaining the popularization reference information.
9. The method of any of claims 5-7, wherein the existing promotional program is an advertising program and the available objects are merchandise; the promotion reference information is advertisement reference information.
10. An information popularization processing apparatus, characterized by comprising:
the system comprises an acquisition module, a display module and a display module, wherein the acquisition module is used for acquiring promotion reference information which corresponds to an existing promotion plan of a user and meets promotion requirements of the user according to promotion instructions of the user, and the promotion reference information comprises at least one of available keywords, available objects and ranking adjustment information;
a determining module, configured to determine standby information selected by the user from at least one of the available keywords, the available objects, and the ranking adjustment information according to the selection indication of the user;
the forming module is used for processing the existing promotion plan of the user according to the standby information to form a new promotion plan;
the acquisition module is specifically configured to:
receiving the promotion instruction sent by the user;
determining the type of the user promotion demand;
and acquiring at least one of available keywords, available objects and ranking adjustment information with the same type as the type of the user promotion demand from the promotion reference information base of the user.
11. The apparatus of claim 10, wherein the obtaining module is further configured to:
and displaying at least one of the available keywords, the available objects and the ranking adjustment information to the user so as to enable the user to send out the selection instruction.
12. The apparatus of claim 10, wherein the forming module is specifically configured to:
if the standby information comprises the available keywords, binding the available keywords in the standby information with the promotion objects in the existing promotion plan to form a new information matching pair;
if the standby information comprises the available object, binding the available object in the standby information with the promotion keyword in the existing promotion plan to form a new information matching pair;
and if the standby information comprises the ranking adjustment information, adjusting the promotion ranking of the information matching pair in the existing promotion plan according to the ranking adjustment information in the standby information.
13. The apparatus of any of claims 10-12, wherein the available objects are merchandise items; the promotion reference information is advertisement reference information; the existing promotion plan is an advertising plan.
14. An information popularization processing apparatus, characterized by comprising:
the system comprises an acquisition module, a display module and a display module, wherein the acquisition module is used for acquiring at least one of available keywords, available objects and ranking adjustment information corresponding to each existing promotion plan in at least one existing promotion plan according to business data of a user and the at least one existing promotion plan of the user;
the marking module is used for carrying out type marking on at least one of the available keywords, the available objects and the ranking adjustment information corresponding to each existing promotion plan according to the type of the promotion requirement of the user so as to form promotion reference information corresponding to each existing promotion plan;
the promotion reference information user receives the promotion instruction sent by the user;
when determining the type of the user promotion demand;
and acquiring at least one of available keywords, available objects and ranking adjustment information with the same type as the type of the user promotion demand from the promotion reference information base of the user.
15. The apparatus of claim 14, wherein the obtaining module is specifically configured to perform at least one of:
acquiring keywords of which the correlation with the promoted objects in the at least one existing promotion plan meets a preset correlation condition as candidate keywords according to the service data, and determining available keywords corresponding to each existing promotion plan from the candidate keywords according to the correlation scores of the candidate keywords and each existing promotion plan;
according to the service data, acquiring an object which does not belong to the at least one promoted plan and has an attribute meeting a preset attribute condition as a candidate object, and determining an available object corresponding to each existing promoted plan from the candidate objects according to the relevant scores of the candidate object and each existing promoted plan;
and according to the service data, performing ranking adjustment on the information matching pair in each promoted plan according to the specified ranking position to obtain ranking adjustment information in each promoted plan.
16. The apparatus of claim 14, further comprising:
a sorting module to perform at least one of:
sorting the available keywords corresponding to each existing promotion plan according to the residual budget generated by the available keywords corresponding to each existing promotion plan, wherein the residual budget is obtained by deducting the average value of the click deduction fee in the last n days by the budget set by the user;
sequencing the available objects corresponding to each existing promotion plan according to the exposure click conversion rate of the available objects corresponding to each existing promotion plan, wherein the exposure click conversion rate is the probability that a searched user sees and clicks to finally form a transaction;
and ranking the ranking adjustment information corresponding to each existing promotion plan according to the acceptance of the user to the ranking adjustment information corresponding to each existing promotion plan and the competition degree of the information matching pair corresponding to the ranking adjustment information, wherein the acceptance is the acceptance degree of the user to the ranking adjustment, and the competition degree is the competition severity degree of the information matching pair corresponding to the ranking adjustment information.
17. The apparatus of any one of claims 14-16, further comprising:
and the entrance module is used for providing an access entrance for the external acquisition of the promotion reference information.
18. The apparatus of any of claims 14-16, wherein the existing promotional program is an advertising program, and the available objects are merchandise; the promotion reference information is advertisement reference information.
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